Last week, I devoted close to two days of my life revising, refining, and reworking the copy for a new piece of pillar content that will be launching later this week. It was all about growth-driven design. As a content and inbound marketer nerd, I've always understood the high-level value proposition of growth-driven design. "The traditional website process is costly, painful, and out-of-date. Growth-driven design is agile, better, leaner, meaner, etc. It's the future of website redesign, because it's built on a framework of continuous improvement." This all sounds amazing. In theory.
Many feel the best user experience is one that naturally nurtures and converts users through content and design. We look for a balance that guides users to the places and actions we want, but once they are there, how do you persuade them to actually convert (without, ya know..stating the obvious)?
Last week, Marcella and I welcomed Christine to the Creator's Block podcast to talk about what she and I learned while closely collaborating on two creative projects of unusual size. One of those was a 10,000-word magnum opus (also known as pillar content) that discussed the five steps companies need to complete before they hire an agency to redesign their website. As a follow-on to the discussion we had with Christine about best practices for creative collaborations, Jessie-Lee and I wanted to use this week's episode to take a deep dive into the actual subject matter of one of the most important sections of that piece of pillar content.
We’ve talked a lot about collaboration, feedback, and project management in very abstract, generalized ways in previous episodes. But for the past two to three weeks, Christine and I have been proverbially attached at the hip to complete two massive projects with substantial content and design requirements.
So you’re ready to crush video and make it a full part of your organization’s sales and marketing efforts? Great. Considering studies saying that 80% of content consumed on the web will be video by 2019, it’s time everyone start taking this medium very, very seriously.
Before we dive into today's topic about website homepage videos, let's forget about your own website for just a second. Rather than approach this article from the viewpoint of a business owner or employee, I want you to put yourself in the shoes of a consumer. It shouldn't be hard. You make purchases for yourself, for others, or for your business nearly every day.
I don’t know what it is lately, but I swear it seems like 4 out of 5 companies I talk to are in the midst of redesigning their company website. But I get it, times are changing fast, and consumer expectations are changing even faster. What was “acceptable” just a few years ago is now viewed as “not enough.” Because the way consumer’s vet, judge, and decide on companies and products in the information age, the importance of having a GREAT website has never been so high.
One of the most common “best practices” or suggestions you read about setting up a blog’s structure has to do with using a “popular posts” widget in the sidebar of your site—thus showing readers the most read/popular articles found on your blog since its beginning. Sounds like a good idea, right? Well, maybe, or maybe not. Like everything else, it depends, which I’ll now explain.